Jockey – product positioning strategies
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JOCKEY – PRODUCT POSITIONING STRATEGIES This case flyer and the base article 1 can be used for understanding the context of developing sustainable product positioning strategies. The case flyer highlights how the worldclass innerwear brand, Jockey adhered to its product positioning strategy over the years and yet continues to dominate its product category. Page Industry’s (licensee and franchisee) Jockey brand continues to be the market leader in the innerwear product category with its product-focused positioning strategies over the decades. The innerwear segment in India is cluttered and most of the time, the mens innerwear positioning had revolved around the overt machismo (often endorsed by Bollywood film stars and positioned to invoke ‘sex appeal’). While other brands largely portrayed innerwear as a ‘seduction accessory’, Jockey braved the head winds and adhered to its unique positioning, ‘Jockey or Nothing’. How did Jockey sustain its winning streak to stay relevant? How did it reinvent itself with the same positioning strategy over the decades? Pedagogical Objectives • To understand the relationship between positioning strategy and consumer imagery (i.e., how positioning statements influence consumer imagery) and discuss on the positioning platforms in innerwear product category vis-à-vis other product categories • To understand how the innerwear brand, Jockey (through its Indian franchisee Page Industries India Limited), stayed relevant over the decades with its focused product-specific positioning in its product category without having any borrowed brand equity (through brand endorsers) • To analyse the desirability of strategic fit between positioning, distribution network and marketing communication in the light of Jockey’s sustained product-focused positioning strategy Positioning and Setting This Case Flyer can be used for ‘Consumer Behavior’ course to illustrate the concept of ‘Consumer Imagery’ (in ‘Consumer Perception’ chapter) and how its uniqueness would sustain the brand equity in the long run. ABSTRACT © www.etcases.com 1 Amit Bapna, “Jockey sticks to its brief(s), doesn’t go for celeb models”, http://economictimes.indiatimes.com/magazines/brand- equity/jockey-sticks-to-its-briefs-doesnt-go-for-celeb-models/articleshow/40400791.cms, August 20 th 2014
Transcript of Jockey – product positioning strategies
JOCKEY – PRODUCT POSITIONING STRATEGIES
This case flyer and the base article1 can be used for understanding the context of developing sustainable
product positioning strategies. The case flyer highlights how the worldclass innerwear brand, Jockey
adhered to its product positioning strategy over the years and yet continues to dominate its product
category. Page Industry’s (licensee and franchisee) Jockey brand continues to be the market leader in the
innerwear product category with its product-focused positioning strategies over the decades. The
innerwear segment in India is cluttered and most of the time, the mens innerwear positioning had
revolved around the overt machismo (often endorsed by Bollywood film stars and positioned to
invoke ‘sex appeal’). While other brands largely portrayed innerwear as a ‘seduction accessory’, Jockey
braved the head winds and adhered to its unique positioning, ‘Jockey or Nothing’. How did Jockey
sustain its winning streak to stay relevant? How did it reinvent itself with the same positioning strategy
over the decades?
Pedagogical Objectives
• To understand the relationship between positioning strategy and consumer imagery (i.e., how
positioning statements influence consumer imagery) and discuss on the positioning platforms in
innerwear product category vis-à-vis other product categories
• To understand how the innerwear brand, Jockey (through its Indian franchisee Page Industries
India Limited), stayed relevant over the decades with its focused product-specific positioning in its
product category without having any borrowed brand equity (through brand endorsers)
• To analyse the desirability of strategic fit between positioning, distribution network and marketing
communication in the light of Jockey’s sustained product-focused positioning strategy
Positioning and Setting
This Case Flyer can be used for ‘Consumer Behavior’ course to illustrate the concept of ‘Consumer
Imagery’ (in ‘Consumer Perception’ chapter) and how its uniqueness would sustain the brand equity in
the long run.
ABSTRACT
© www.etcases.com
1 Amit Bapna, “Jockey sticks to its brief(s), doesn’t go for celeb models”, http://economictimes.indiatimes.com/magazines/brand-equity/jockey-sticks-to-its-briefs-doesnt-go-for-celeb-models/articleshow/40400791.cms, August 20th 2014
